It's been about six hours since the tragic shooting in Newtown, Conn., which means we're right on schedule for a tone-deaf corporate social meda account fuckup. And here it is: "Our thoughts and prayers are with the victims of this terrible tragedy," K-Mart tweeted after the shooting in Connecticut. With these three very appropriate hashtags: "#PrayforNewtown #CTShooting #Fab15Toys."

Unfortunately, #Fab15Toys chat has ended "in light of today's tragic events," and K-Mart "discourages any further use of the hashtag." Except for its "thoughts and prayers" tweet.

Update: K-Mart writes in:

Saw your story and wanted to make sure you know that we wanted the participants in the Twitter party we had just halted to see our message of sympathy. The way you do that is by adding the hashtag for the Twitter party. It was absolutely not used for any promotional reasons, but simply to ensure the participants of the Twitter party were able to see our message of sympathy.